Role-Based Programme
RB1135

AI for Key Account Management

Advanced Account Growth, Customer Intelligence & Strategic Relationship Management

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Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across strategic account planning, stakeholder management, relationship development, revenue growth, retention, and opportunity expansion.
  • Use AI-assisted research to understand customer strategy, business priorities, organisational changes, competitive context, and emerging opportunities.
  • Apply AI to account segmentation, whitespace analysis, stakeholder mapping, cross-sell and upsell planning, executive engagement, and account reviews.
  • Use AI-assisted analytics to strengthen account health, opportunity prioritisation, revenue forecasting, retention, and long-term customer value.
  • Build responsible AI-enabled Key Account Management workflows with strong customer confidentiality, CRM discipline, validation, governance, and human judgement.

Tools covered

Generative AI AssistantsAI Search & Deep ResearchAccount IntelligenceCustomer Portfolio AnalysisStakeholder MappingRelationship MappingOpportunity AnalysisAccount PlanningCRM IntelligenceRevenue & Pipeline AnalysisProposal SupportNegotiation PreparationWorkflow AutomationAI Agents

Who should attend

  • Key Account Managers
  • Senior Key Account Managers
  • Strategic Account Managers
  • Global Account Managers
  • National Account Managers
  • Enterprise Account Managers
  • Client Relationship Managers
  • Customer Relationship Leaders
  • Account Directors
  • Strategic Sales Managers
  • Enterprise Sales Professionals
  • Business Development Managers
  • Customer Success Leaders
  • Commercial Account Leaders
  • Sales Leaders Responsible for Strategic Accounts

Prerequisites & Participant Readiness

  • Experience in key account management, strategic sales, enterprise selling, customer relationship management, or business development
  • Familiarity with account plans, CRM systems, customer reviews, revenue targets, and stakeholder management
  • Basic awareness of Generative AI and common business applications
  • Comfort working with customer, account, financial, and sales information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, AI search, intelligent automation, and AI agents
  • Exploring AI applications across account planning, relationship management, growth, and retention
  • Distinguishing AI-assisted account management from traditional CRM and sales automation
  • Understanding hallucinations, outdated information, confidentiality, and human accountability
Practical activities
  • Mapping AI opportunities across the Key Account Management lifecycle
  • Identifying account activities suitable for augmentation, automation, or continued human ownership
  • Creating a personal AI opportunity map for strategic account management

Scenarios

Strategic Account to Multi-Year Growth Plan

Account Intelligence → Customer Strategy → Stakeholder Map → Relationship Strength → Whitespace Analysis → Value Opportunities → Growth Priorities → Strategic Account Plan

Participants use AI to analyse a strategic customer, identify relationship and growth opportunities, prioritise whitespace, and create a multi-year account development plan.

At-Risk Key Account to Retention & Expansion Strategy

Account Health → Risk Signals → Customer Issues → Competitor Pressure → Executive Relationships → Retention Actions → Renewal Strategy → Expansion Opportunities

Participants use AI to diagnose an at-risk account, identify commercial and relationship vulnerabilities, develop a retention strategy, and create an expansion plan that strengthens long-term customer value.

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